There are many ways to measure the progress of your inbound marketing campaign.
First, you need to know what your goals are for inbound marketing. Are your goals to increase community engagement? Reputation? Sales? Understanding what you are trying to accomplish will help you better measure your success rate. Below you will find a list of common inbound marketing goals and ways to measure your inbound marketing ROI.
If your goal is to increase your SEO Ranking, first you need to determine what keyword(s) you are trying to rank. Once that is established, determine what your current ranking is on Yahoo, Bing, and Google. Periodically, search for your terms in search engines to analyze whether your ranking has increased. Tools you can use: Google Insights for Search, Google Webmaster Tools, Page Rank Checker.
If you want to increase traffic to your website, your first step is to determine how much traffic your website is getting now. Check for an increase in traffic monthly and adjust your strategy as necessary. Tools you can use: Google Analytics
Measuring an increase in your community is fairly easy. Keep an Excel chart of your progress. Measure your blog subscribers, email subscribers, Twitter followers, Facebook fans, YouTube subscribers, SlideShare followers, social bookmarking followers/friends (i.e., Digg, Reddit, Delicious), etc. If you keep track of your community goals in a chart, you can tell when your community members increase or decrease and where you need to spend more time.
Measuring an increase of registrations and downloads is also fairly easy to do. If your software does not already keep a record of this data or you are not using any software, then you can still keep track in Excel. Maintain a chart of record detailing the number of registrations and downloads for each piece of your content. You can then determine if your numbers are increasing as well as when it may be time to create a new piece of content for your audience. Tools You Can Use: Hubspot
Your email software should take care of this metric for you, but if it does not, you can always revert to the method in #3 and #4 above. If you are looking to increase blog subscribers, you can use a tool like Feedburner that will measure your blog subscribers for you.
If your goal is to increase your customer/clients, your CRM tool should help you with this metric. However, if you are not using any software, again, you can do this yourself by keeping a spreadsheet of your customers. Be sure to include dates, so you know if your inbound marketing strategy is working. If you haven’t acquired any new customers, it means it’s time to change your strategy.
Your accounting data should tell you if you have increased revenue for your business. If you increased clients, but did not increase revenue, it’s time to take a look at your pricing and your service offerings. It may also be time to acquire additional revenue streams.
Engagement is simple to measure. Set up a spreadsheet and count your replies, direct messages, Re-Tweets, Emails, Clicks, Shares, and comments. Measure your engagement from your email, profile pages, blog, and social management tool. Tools you can use: HootSuite, Paid Social Management Tools (Sprout Social, Radian6, etc.), CoComment, Email Software and Inbox, Twenty Feet, TweetReach.
To monitor your reputation and review an increase in positive awareness about your brand, monitor your brand mentions on the web and in social media. As you implement your inbound marketing strategy, keep track of mentions to see how your brand has changed in the eyes of the consumer. Tools you can use: Google Alerts, Social Mention Alerts
No matter your goals for inbound marketing, there is always a way to measure. What can be measured can be improved. Be sure to know your goals and then determine how you are going to measure your success rate in reaching those goals. What goals do you have for your inbound marketing campaign and what tools do you use to measure them?
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Tags: inbound marketing
April 15, 2013
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